"Approach each customer with the idea of helping him or her to solve a problem or achieve a goal, not of selling a product or service."

Brian Tracy

Five Steps To Unbeatable Sales Proposals

Coming from a world where Requests For Proposals are commonplace (I've
written more than 100 RFP responses), you either love them or hate them.
Sure, RFPs are a chance to showcase your company's capabilities and earn
the sale, but these proposals can be lengthy, involved and often there's a
tendency to include in them everything but the kitchen sink.

Proposals are usually your last step to gaining or losing the sale. Sales
and business blogger Marc Wayshak points out that when done properly, a
proposal will not only help close the sale, but it can also help you add to
the sale making revenues larger. Promotional Consultant Today
shares Wayshak's five tips for writing effective sales proposals that can
expand the sale.

1. Address the pain points.
Most salespeople write proposals that focus entirely on the deliverables
they can offer to the prospect. These documents often concentrate on
listing the basic features and benefits of the product or service in
question. But what about the prospect's needs? Begin your proposal by
addressing the prospect's pain points and then lead into what solutions
your company can offer to solve these problems.

2. Deliverables are not the key.
Prospects don't pay for deliverables; they pay for outcomes and results.
Use your proposal to articulate what outcomes and results the prospect will
achieve as a result of the deal at hand. You can describe deliverables
later in the proposal, but don't go into too much detail. Focus more on
objectives of the program and how they will drive results.

3. Keep it short.
Most proposals are way too long. This is a hindrance as the reader can miss
important information. Keep your proposal short and digestible, as well as
precise and relevant. Only mention areas that are important to the
prospect, and don't throw in your biography or a list of impressive company
accomplishments. Focus only on what's relevant to this prospect and closing
the sale.

4. Give three options.
Most proposals only offer one option or solution. This is a huge missed
opportunity. Instead of providing just one option for the prospect, deliver
three options for the prospect to choose from. This will accomplish two
things. First, this allows you to upsell with higher level, more expensive
options in your proposal. Second, you'll create a sense of flexibility for
the prospect, which will dissuade him from shopping around for alternative
options from other companies.

5. Make it a contract.
Add an area to the bottom of your proposal to allow prospects to sign it as
a contractual agreement. This will increase the likelihood that a prospect
will do business with you. If your sale is particularly complicated, you
can always create a more complex contract down the road. But ideally, your
proposal will become the deal's contractual document.

Source:
Marc Wayshak
is the author of Game Plan Selling and Breaking All Barriers.

Compiled by Cassandra Johnson

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